Amazon Clarifies New Product Title and Item Highlights Requirements
Amazon says search visibility will remain unchanged as sellers transition to a 75-character Item name and a 125-character Item highlights field
By ChannelMAX Staff Writer
July-2026#29
Amazon has answered several common seller questions about its updated product title guidelines and the introduction of the Item highlights field. Under the new format, sellers will continue to have 200 characters for essential product information. However, the space will be divided between a 75-character Item name and 125 characters for Item highlights. Amazon announced the changes in June 2026. Since then, sellers have updated more than 984 million product titles, according to the company.
Inside the news
Amazon began recommending changes to listings with non-compliant product titles on July 27, 2026. The recommendations will be introduced gradually throughout the remainder of 2026. Listings will remain active, searchable, and editable even when sellers have not yet updated them.
Brand owners will receive a 14-day review period before Amazon implements recommended AI-generated changes. They can approve, modify, or reject the recommendations through Review Listing Changes. Sellers who disagree with an implemented or recommended change can revise their listings through Manage All Inventory or the List Your Products tool.
Also Read: Amazon Tightens Product Compliance With Direct Third-Party Testing
Will the changes affect product discoverability?
Amazon says the update will not change how products are discovered in its stores. Both Item name and Item highlights will be used as search inputs, and Amazon says neither field will be prioritized over the other. This means sellers can move important product details from a lengthy title into Item highlights without necessarily losing their value for search discoverability.
Item highlights coming to desktop and mobile
Beginning August 10, 2026, Item highlights will appear directly beneath the Item name on both desktop and mobile product pages. The number of visible characters may vary depending on the customer’s screen size and display settings. Sellers should therefore place their most important information at the beginning of each field.
How should sellers divide product information?
Amazon recommends keeping the brand name and the most important product attributes in the Item name. Other required disclosures, secondary attributes, and useful product details can be placed in Item highlights.
The available character limits are:
* Item name: 75 characters
* Item highlights: 125 characters
* Combined product information: 200 characters
For products with variations, sellers should include the most important differentiating attributes—such as size, color, quantity, model, or compatibility—in the Item name. If all variation details cannot fit within 75 characters, less important attributes can be moved to Item highlights.
Can listings be updated in bulk?
Yes. Sellers can update both fields in bulk by downloading the Category Listings report. The report will be pre-populated with the product information already submitted by the seller. The Item highlights field will appear next to the Item name.
Sellers can follow these steps:
1. Download the Category Listings report.
2. Edit the Item name and Item highlights columns.
3. Save the updated spreadsheet.
4. Upload it through the List Your Products tool.
Amazon says bulk listing changes are typically processed within eight hours.
What sellers should do now
Sellers should review product titles that exceed the new 75-character Item name limit and decide which details should remain in the Item name.
Priority should generally be given to:
* Brand name
* Product type
* Primary variation attributes
* Model or compatibility information
* Features essential to the purchasing decision
Secondary features and additional descriptive information can be transferred to Item highlights.
Brand owners should also regularly check Review Listing Changes so they do not miss the 14-day window for reviewing Amazon’s AI-generated recommendations. Amazon’s new format changes how product information is displayed, but it does not reduce the total 200 characters available to sellers.
The main adjustment is the division of information between a shorter Item name and a separate Item highlights field. Sellers should update non-compliant titles, prioritize essential information in the first 75 characters, and closely review Amazon’s AI-generated recommendations before they are implemented.
Also Read: Amazon Unifies Product, Shipment and FBA Inventory Tools in Seller Central
Disclaimer:
Amazon is the registered trademark of the company.
By ChannelMAX Staff Writer
July-2026#29
Amazon has answered several common seller questions about its updated product title guidelines and the introduction of the Item highlights field. Under the new format, sellers will continue to have 200 characters for essential product information. However, the space will be divided between a 75-character Item name and 125 characters for Item highlights. Amazon announced the changes in June 2026. Since then, sellers have updated more than 984 million product titles, according to the company.
Inside the news
Amazon began recommending changes to listings with non-compliant product titles on July 27, 2026. The recommendations will be introduced gradually throughout the remainder of 2026. Listings will remain active, searchable, and editable even when sellers have not yet updated them.
Brand owners will receive a 14-day review period before Amazon implements recommended AI-generated changes. They can approve, modify, or reject the recommendations through Review Listing Changes. Sellers who disagree with an implemented or recommended change can revise their listings through Manage All Inventory or the List Your Products tool.
Also Read: Amazon Tightens Product Compliance With Direct Third-Party Testing
Will the changes affect product discoverability?
Amazon says the update will not change how products are discovered in its stores. Both Item name and Item highlights will be used as search inputs, and Amazon says neither field will be prioritized over the other. This means sellers can move important product details from a lengthy title into Item highlights without necessarily losing their value for search discoverability.
Item highlights coming to desktop and mobile
Beginning August 10, 2026, Item highlights will appear directly beneath the Item name on both desktop and mobile product pages. The number of visible characters may vary depending on the customer’s screen size and display settings. Sellers should therefore place their most important information at the beginning of each field.
How should sellers divide product information?
Amazon recommends keeping the brand name and the most important product attributes in the Item name. Other required disclosures, secondary attributes, and useful product details can be placed in Item highlights.
The available character limits are:
* Item name: 75 characters
* Item highlights: 125 characters
* Combined product information: 200 characters
For products with variations, sellers should include the most important differentiating attributes—such as size, color, quantity, model, or compatibility—in the Item name. If all variation details cannot fit within 75 characters, less important attributes can be moved to Item highlights.
Can listings be updated in bulk?
Yes. Sellers can update both fields in bulk by downloading the Category Listings report. The report will be pre-populated with the product information already submitted by the seller. The Item highlights field will appear next to the Item name.
Sellers can follow these steps:
1. Download the Category Listings report.
2. Edit the Item name and Item highlights columns.
3. Save the updated spreadsheet.
4. Upload it through the List Your Products tool.
Amazon says bulk listing changes are typically processed within eight hours.
What sellers should do now
Sellers should review product titles that exceed the new 75-character Item name limit and decide which details should remain in the Item name.
Priority should generally be given to:
* Brand name
* Product type
* Primary variation attributes
* Model or compatibility information
* Features essential to the purchasing decision
Secondary features and additional descriptive information can be transferred to Item highlights.
Brand owners should also regularly check Review Listing Changes so they do not miss the 14-day window for reviewing Amazon’s AI-generated recommendations. Amazon’s new format changes how product information is displayed, but it does not reduce the total 200 characters available to sellers.
The main adjustment is the division of information between a shorter Item name and a separate Item highlights field. Sellers should update non-compliant titles, prioritize essential information in the first 75 characters, and closely review Amazon’s AI-generated recommendations before they are implemented.
Also Read: Amazon Unifies Product, Shipment and FBA Inventory Tools in Seller Central
Disclaimer:
Amazon is the registered trademark of the company.
About ChannelMAX.NET
ChannelMAX offers an Amazon Repricer powered by the latest AI repricing algorithm for Amazon pricing management. Built on the Amazon SP-API, the repricing engine operates 24/7 to manage prices efficiently, increase Buy Box opportunities, and optimize profitability.
Established in 2005 and integrated with Amazon technology since 2007, ChannelMAX has helped thousands of third-party sellers across marketplaces and eCommerce platforms, including Amazon, Walmart, eBay, and Shopify.
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